---
title: "Top Ten Functional Beverages Online Reputation Report: Red Bull Faces 'Internal and External Troubles', Dongshen Teyin Rises Suddenly"
description: "On July 3, 2017, Legal Weekend and Guni International Public Opinion Monitoring Agency released the 'Top Ten Functional Beverages Online Reputation Report (First Half of 2017)'. This article analyzes the online reputation performance of each brand, highlighting Red Bull's polarized reviews, Dongshen Teyin's rise, and challenges faced by other brands."
author: "木祭"
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published: "2017-07-14"
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# Top Ten Functional Beverages Online Reputation Report: Red Bull Faces 'Internal and External Troubles', Dongshen Teyin Rises Suddenly

> On July 3, 2017, Legal Weekend and Guni International Public Opinion Monitoring Agency released the 'Top Ten Functional Beverages Online Reputation Report (First Half of 2017)'. This article analyzes the online reputation performance of each brand, highlighting Red Bull's polarized reviews, Dongshen Teyin's rise, and challenges faced by other brands.

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On July 3, 2017, Legal Weekend, in conjunction with Guni International Public Opinion Monitoring Agency, conducted a study on functional beverage brands with high market activity and released the **"Top Ten Functional Beverages Online Reputation Report (First Half of 2017)"**. This article interprets and analyzes the specific online reputation performance of each brand based on this report.

**Red Bull: Polarized Reputation Evaluation**
As a "pioneer in the functional beverage market", Red Bull has long held the industry's dominant position. In 2016, Red Bull's sales exceeded 23 billion yuan, with a market share of nearly 80%.
Red Bull's success in the market is attributed to precise market positioning and successful marketing strategies, especially its long-term commitment to sports marketing and active product promotion, establishing a unique brand image.
Network monitoring found that in the first half of 2017, Red Bull remained the most watched functional beverage brand, ranking first in brand heat among the top ten with over 30,000 pieces of information.
At the same time, in terms of brand reputation, Red Bull also performed well, with both Weibo and WeChat reputation indicators ranking among the top ten brands. On self-media platforms, Red Bull's extensive exposure achieved deep transmission of its brand image.
However, alongside its absolute influence and exposure, Red Bull also faced negative information, including declining performance, safety concerns, trademark renewal obstacles, and counterfeiting, with media even describing it as trapped in an "internal and external troubles" dilemma. Monitoring data showed that during the monitoring period, negative information related to Red Bull across the entire network exceeded 3,000 items, resulting in a high negative image.
According to the "Top Ten Functional Beverages Online Reputation Report" (hereinafter referred to as the Report), **although online public opinion showed a clear polarization in Red Bull's reputation evaluation, in terms of comprehensive scores, Red Bull still overwhelmingly outperformed competitors, becoming the best-performing brand overall.**

**Dongshen Teyin: Interactive Marketing Wins Over Young Consumers**
Dongshen Teyin has shown good development momentum in recent years, with corporate goals aligned with Red Bull, but currently there is still a significant gap between the two. Dongshen Teyin's main market is in the south, while Red Bull has a more balanced national market layout. In terms of market share and sales volume, the gap is even more pronounced. In 2016, Dongshen Teyin's annual sales reached 3 billion yuan, but that is only a fraction of Red Bull's.
Monitoring data also shows that Dongshen Teyin's brand heat ranks second, but still lags behind Red Bull. However, in terms of brand reputation, the two are already very close.
Public praise for Dongshen Teyin mainly focuses on product innovation and its youthful brand strategy. On one hand, in March this year, Dongshen Teyin launched a new gold can packaging, incorporating more fashionable and youthful elements, with pricing targeting younger consumers with higher spending power. On the other hand, the marketing focus shifted from product to brand, proposing the new slogan "Stay up and fight when young", which enhanced brand recognition among young consumers.
At the same time, Dongshen Teyin actively leverages the internet for brand development. By seizing popular IP traffic and embedding in numerous variety shows and web dramas, it presented its new brand image in a comprehensive and vivid manner.
The Report shows that **Dongshen Teyin's online reputation ranks second among the top ten brands, slightly behind Red Bull, but with a significant advantage over other brands behind it.**

**Mizone: Sales Decline Falls Below the 10 Billion Mark**
In the bottled functional beverage and vitamin functional beverage market, Mizone has long been a domestic leader. After 14 years in the Chinese market, it gradually developed into a 10-billion-yuan market scale.
However, in 2016, Mizone began to "stop selling well". According to Danone Group's performance report, Mizone's sales experienced their first decline since 2010. Some industry insiders suggest the decline could be as high as 30%.
**Industry insiders analyze that Mizone's sales decline is due to multiple internal and external reasons. On one hand, the downturn in the traditional real economy has increased inventory pressure; on the other hand, rising production costs have increased operational pressure. Coupled with competition from numerous domestic and foreign peers, it is expected that Mizone's market share will continue to be affected and eroded this year.**
There are also industry views that Mizone's bottleneck is related to its unclear positioning, wavering between nutrient beverages, energy drinks, and sports drinks, making it unable to establish a unique label and consolidate a specific consumer base.
To respond to changing consumer demands, in March this year, Mizone launched new products, including the Chi Energy series and lemon juice drinks, targeting newly emerging young consumers. However, as of now, based on e-commerce information from JD.com and others, the new products have received limited enthusiasm. Many netizens believe that for an old brand that has been on the market for 14 years, the novelty of new flavors is limited.
According to the Report's monitoring data, Mizone received positive brand reputation on the WeChat platform, but was significantly affected by negative information such as sales decline and health "doubts", ranking third in overall online reputation among the top ten brands.

**Lehu: Concentrating Advantages to Break Through Third- and Fourth-Tier Cities**
According to Dali Group's performance report, Lehu's sales revenue exceeded 1.4 billion yuan in 2015, a year-on-year increase of 78.7%, leading the industry in growth; in 2016, it continued to grow, with sales exceeding 2 billion yuan.
The low-price strategy is Lehu's sharp tool for rapid market expansion, especially in third- and fourth-tier cities where price is more important to consumers, amplifying the price advantage. Through this strategy, Lehu captured a large share of the market in third- and fourth-tier cities and townships, achieving impressive results.
Lehu also attempts to make inroads into first- and second-tier markets through marketing tactics such as sports sponsorships and lucky draws. It is reported that Lehu has already achieved good sales in some first- and second-tier cities.
In the Report, Lehu's overall online reputation ranks fourth among the top ten brands. Fewer negative messages are conducive to brand image building, but compared with the aforementioned brands, Lehu is weaker in brand heat and netizen interaction.

**Gatorade: International Influence Fails to Boost Sales in China**
Gatorade is one of the world's largest beverage brands and the best-selling professional sports drink in the United States. With many sports stars endorsing it globally, Gatorade enjoys high recognition among sports enthusiasts worldwide.
Gatorade has been sold in China since 2005, but its high recognition has not translated into high sales. Due to cultural differences, brand communication, channels, and other factors, Gatorade's influence in the Chinese market is far less than its international influence.
Chinese consumers also have varying opinions on Gatorade's taste, with some netizens saying it has too much sugar and is too sweet.
In the Report, Gatorade's brand reputation is mid-range, brand heat is relatively low, and its comprehensive score ranks fifth among the top ten brands.

**Jianlibao: Brand Rebirth Requires Gathering Young Consumer Groups**
The Jianlibao brand has changed hands multiple times, and in 2016 it was sold by Uni-President, returning to the Jianlibao Group. After the buyback, Jianlibao repositioned itself as a national brand strategy, committed to brand rebirth.
In today's internet+ marketing era, various industries are embracing brand crossover. To follow this marketing trend, Jianlibao transformed its years of TV media investment into immersive crossover marketing experiences. In 2016, Jianlibao partnered with JD Wallet, using online promotions with 100% winning odds for 5 yuan and offline channel purchase strategies to integrate online and offline resources. At the same time, Jianlibao launched a series of content marketing campaigns to achieve the goal of "gathering young audiences and playing with the brand", enabling communication and interaction with consumers.
In terms of products, in 2017 Jianlibao launched a series of disruptive new products, including "Yuan Dong Li" vitamin nutrition fortified drink and "Miao Pao" milk-flavored soda drink, demonstrating its determination to target the youth market.
Monitoring data shows that although Jianlibao was once a household beverage brand in China, it is now a shadow of its former self. Its brand heat ranks near the bottom among the top ten brands, with a huge gap compared with Red Bull, Dongshen Teyin, and Mizone. Its brand reputation is average; some netizens still have nostalgic feelings for Jianlibao, but others believe its positioning is vague, lacking market competitiveness, and especially unattractive to young consumers. In terms of comprehensive score, Jianlibao's online reputation ranks sixth.

**Pocari Sweat: Electrolytes You Can Drink but "Not Tasty"**
Pocari Sweat, launched in Japan in 1980, became Japan's most famous functional beverage brand. After officially entering China in 2003, it established a professional and reliable brand image with its "drinkable electrolytes" positioning, gradually gaining a foothold in the Chinese market.
In recent years, with the active emergence of domestic brands, Pocari Sweat's influence in the Chinese market has been impacted. Its market penetration is insufficient, and the "not tasty" flavor of electrolytes means its sales cannot compare with top-tier brands.
In the Report, Pocari Sweat's online reputation ranks seventh.

**Qili: Vague Positioning and Low Brand Exposure**
Qili is a taurine functional beverage launched by Wahaha Group in 2012. Leveraging Wahaha's distribution system advantages and successful entertainment marketing, Qili quickly achieved market layout.
However, market data shows that Qili, which Wahaha had high hopes for, was only a flash in the pan. In 2012, Qili's market share was 4.9%, but by 2015, it had dropped to 0.9%.
**Industry believes that Qili's lack of "power" is firstly due to its unclear positioning, with slogans like "Often drive, always have Qili", "Drink Qili without harming the body", "Enhance immunity", and "Address both symptoms and root causes: authentic health functional drink" piled up, failing to find the core consumer demand; secondly, Qili launched with a high profile and high pricing, but poor channel control led to rampant cross-region selling, causing its later failure.**
Subsequently, Wahaha launched Qili gold can products, and in 2016 introduced PET packaging renamed as Wahaha Qili 8 Hours, but market performance was poor, with sales and reputation falling short of industry expectations.
Data shows that during the monitoring period, Qili's brand heat value was low, and its brand exposure online was lacking. Its overall online reputation performance was also unsatisfactory.

**Heika 6 Hours and Jianjian: Low Attention Makes Them Marginal Brands**
Due to the relatively scarce data for these two functional beverage brands during the monitoring period, their performance in brand heat and netizen interaction was poor, directly lowering their online reputation scores.
Heika 6 Hours is an energy drink launched by Guangzhou Heika Food & Beverage Co., Ltd. in 2010. Leveraging the company's existing channel foundation, this drink quickly achieved intensive coverage in some second- and third-tier shopping malls, creating impressive results. However, frequent counterfeiting and imitation incidents have severely damaged its brand reputation.
Jianjian, launched in 2004, relied on Nongfu Spring's brand advantages and mature market operations, achieving good results initially, but in recent years it has gradually lost its competitive edge in the market, with weakening brand influence. In terms of brand promotion, Jianjian has fallen far behind other mainstream brands, and netizens have many negative comments about its taste.
In the Report, Heika 6 Hours and Jianjian rank ninth and tenth respectively in online reputation among the top ten brands.

**Source: Gao Fei Rui Si Xiang (ID: gaofeiruisixiang)**
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